Will Cameron's deal with Merkel placate his party's sceptics?

German agreement to relax the working time directive is a real concession but maybe Tory backbencher

An outline is emerging of a deal between David Cameron and Angela Merkel over plans to revise the treaties that underpin the European Union.

It appears that over lunch at the end of last week, two leaders discussed the possibility of Britain refraining from serious obstruction to German plans for new rules governing how euro member countries manage their budgets. In exchange, Germany would not object to Britain seeking relaxation of the working time directive - the EU-wide regulations designed to limit the number of hours per week employees work and protect entitlements such as paid leave.

Leaving aside the question of whether Britain would really be better off or happier with a more dilute version of the directive (the UK already has the right to opt out of aspects of it) and looking purely in terms of what is diplomatically feasible for the UK, this seems like a decent compromise. Britain is not a euro member country and already has a reputation for surly reluctance when it comes to the "European project". The way the European debate has unfolded in Westminster in recent weeks has left our continental partners in no doubt that we do not see ourselves as integral players in the EU game. We want concessions on "repatriation of power" - largely so that the prime minister can show symbolic trophies to an implacably euro-phobic wing of his party - and must threaten to be obstructive in order to get them.

For countries that are in the euro and for whom the debate about fiscal integration and more rigorous rules of enforcement is existential, Britain's implicit threat to hold the process hostage must be classified somewhere on a spectrum between absurd and vindictive. David Cameron surely understands this (no doubt Merkel made it clear). He cannot veto a new EU treaty incorporating new eurozone rules without very seriously damaging Britain's diplomatic relations on the continent. What he needs is some kind of concession that is big enough to look like a loosening of ties with Brussels so that, when a revised treaty is agreed by the European Council, Tory backbenchers don't go berserk and demand a referendum on it.

The Working Time Directive is a good candidate. The Tories have always hated European influence on labour protection. Conveniently, the Lib Dems are also hostile to this particular bit of European regulation, so there is no risk of coalition tension. Merkel can be relaxed about it since it is marginal to her concerns and has no immediate bearing on budget discipline in the euro zone.

So the big question is whether it would be enough to persuade Tory backbenchers that Cameron is honouring his pledge to use treaty negotiations as the vehicle for repatriation of powers. If they sneer at this deal and insist that the Prime Minister go back for more, it would suggest that compromise is not really on their agenda at all and what they are really after is a kind of show-down that would make Britain's participation in EU structures as currently configured impossible.

Rafael Behr is political columnist at the Guardian and former political editor of the New Statesman

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA